2006 傳播經營管理（中正電傳所）
請同學養成使用「教學課程平台」的習慣。
李政忠：分機32557 (e-mail: [email protected])
上課地點：225 教室
上課時間：星期三、10:10am-1:00pm
Office hours: Monday, Tuesday, Wednesday, 4:00-5:00pm
授課目標：
本課程的主要目的是介紹傳播產業經營管理的理論與概念，內容注重策略管理面
向的探討，不侷限於傳統或新媒體科技，同時輔以部分實證研究，做為學生未來
研究應用參考。指定閱讀內容，部分由老師導讀、部分會事先指定同學導讀；同
學閱讀重點在主要概念的確實瞭解，並且思考如何將相關概念或理論應用於學術
研究或實務操作的面向。授課方式以課堂參與討論為主（包括案例討論、市場現
況分析），必要時由老師主動提問。
評分方式：
課堂導讀與討論： 50%（每週事先排定同學負責導讀，其他同學也務必事
先閱讀指定教材，並於上課時主動提出討論，必要時由老師提問指定學生回
答）
研究計畫提案： 50% （報告撰寫方式與評分重點將於課堂中討論，同學盡
量利用辦公室時間與老師討論研究計畫方向）。
本課程使用之主要教科書
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006).
Handbook of media management and economics. Lawrence Erlbaum Associates.
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management:competitiveness and globalization.
Reading assignments: (subject to change)
9/13 Introduction to media strategic management
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 1
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 1
9/20 Understanding the business of media (I): Overview
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 3, 14
9/27 Understanding the business of media (II): Audience
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 27
Hoskins, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying
economics to new and traditional media. Chapter 4
10/4 Understanding the business of media (III): Technology
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 12, 20
10/11 Understanding the business of media (IV): Finance & Valuation
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 7, 26
10/18 Understanding the business of media (V): HR/Product management
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 6, 9
10/25 Understanding the business of media (VII): Programming/Scheduling
Eastman, S. T., & Ferguson, D. A. (1997). Broadcast/cable programming:
Strategies and practices. Chapters 1 & 2, & pp. 118-121, pp. 260-262, pp.
275-278.
11/1 Understanding the business of media (VI): Marketing/Branding
Eastman, S. T., Ferguson, D. A., & Klein, R. A. (1999). Promotion and
marketing for broadcasting and cable. Chapters 1 & 2.
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 11
11/8 中正期中考週(research idea)
Doing media management research
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 24 (extra: chapter 23, 25)
11/15 Principles of strategic management (I): Analysis of market/industry
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 2, 3
11/22 Principles of strategic management (II): Analysis of market/industry
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 5
Bengtsson, M., & Kock, S. (2000). "Coopetition" in business networks-to
cooperate and compete simultaneously. Industrial Marketing Management,
29, 411-426.
11/29 Principles of strategic management (III): Strategy formulation
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 4, 6
12/6 Principles of strategic management (IV): Strategy formulation
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 7, 9
12/13 Principles of strategic management (V): Strategy formulation
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 8
Gulati, R. (1998). Alliances and networks. Strategic Management Journal,
19, 293-317.
12/20 Principles of strategic management (VI): Strategy implementation
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2001). Strategic
management: competitiveness and globalization. Chapter 11
Picard, R. G. (2002). The economics and financing of media companies.
Chapter 2.
12/27 Special topic: Media/Telecommunication convergence
Bitran, G., & Pedrosa, L. (1998). A structured product development
perspective for service operations. European Management Journal, 16(2),
169-189.
Menor, L. J., Tatkionda, M. V., & Sampson, S. E. (2002). New service
development: Areas for exploitation and exploration. Journal of Operation
Management, 20, 135-157.
Surjaduaja, H., Ghosh, S., Antony, F. (2003). Determining and assessing the
determinants of e-service operations. Managing Service Quality, 13(1),
39-53.
1/3 Special topic: Media/Telecommunication convergence
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and
utilitarian motivations for online retail shopping behavior. Journal of
Retailing, 77, 511-535.
Woszczynski, A. B., Roth, P. L., & Segars, A. H. (2002). Exploring the
theoretical foundations of playfulness in computer interactions. Computers
in Human Behavior, 18, 369-388.
Understanding the business of media (III): Technology
Albarran, A. B., Chan-Olmsted, S. M., & Wirth, M. O. (2006). Handbook of
media management and economics. Chapter 12, 20
1/8-12 期末考（繳交期末報告電子檔）
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